According to the latest report of the China Internet Network Information Center, mobile search has for the first time overtaken mobile news as the second favorite mobile app of Chinese netizens. By the end of June, China had more than 400 million mobile search users.

"We have noticed the trend that more users tend to search on their mobile devices," said the Beijing-based IT consultant Analysys International. "Mobile search has become the next growing point of Chinese Internet companies."
Figures from Analysys International showed that the market scale of mobile search reached more than 5 billion yuan ($800 million) last year, a year-on-year increase of 82.7 percent.

Even though Chinese Internet giants such as Alibaba and Baidu have launched mobile search services, Analysys International said they didn't revolutionize their products based on the characteristics of mobile search users.

"On personal computers, users search for things for their work or study, but on mobile devices, users tend to search for entertainment information," Analysys International said.

"Users wants to have more specific search services, such as a search service for online novels," it added.